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The Center for Sales Strategy Blog

Selling Digital Advertising: The Magic of the Digital Needs Analysis


Over the past couple of weeks, I have had several account managers ask me questions surrounding a digital client needs analysis. Everyone wanted to know those three or four questions that would magically give them everything they needed to put together a fool-proof digital solution. The truth is: there are no magical questions.  

There is nothing special about a digital client needs analysis. When selling digital advertising, you need to learn about your prospect's business, their competition, and their primary business challenges.

Topics: Digital selling digital advertising

Have You Chosen Your Professional New Year’s Resolutions?


In this first week of 2017, most ofus are thinking about our New Year’s Resolutions and what we can change in the new year to make ourselves better. The usual list of suspects includes a promise to get into the gym more, quitting smoking, losing weight, spending more time with family and friends, getting out of debt, and getting organized. But what about your professional resolutions? Have you determined what commitments you plan to make to achieve your professional aspirations for 2017? 

Topics: professional branding selling digital advertising Sales

Three Easy Steps to Effectively Sell the Results of Your Campaign


Campaign recaps are the norm when it comes to digital marketing. In an integrated marketing campaign, those results are usually separated out even though we design the campaign to work together. All too often, the digital portion of a campaign recap is simply a beautified spreadsheet or PowerPoint that includes creative images and a handful of metrics like impressions delivered, clicks, click-through rates, and sometimes view-throughs. These types of reports do very little to show how the campaign is actually achieving the goals of the client—and when that is the case, they can result in a cancellation or non-renewal.

The goal of a campaign recap is to sell the results back to your client so that you can retain and grow that piece of business. You want to make it clear that you are driving results—making the connection between the numbers and the emotions of your client. So how do we move beyond the simple delivery of numbers, to effectively sell the results of our integrated campaigns?

Here are three easy steps to get you there:

Topics: Digital selling digital advertising Sales

How to Create the Right Digital Solution for Your Client


I am often asked by salespeople, “How do you know which is the right digital capability to pull into a solution?” or, “What is the right budget to recommend for a prospect or client?” The answers to both of these questions stem from the same place – understanding the client's challenge and their goals.

Topics: digital marketing selling digital advertising Sales

Shopping for Solutions: Delivering the Perfect Digital Advertising Target


Mid-February is an interesting time of the year. The stores, malls, and grocery stores are jam-packed with people shopping for Valentines Day. If you like to shop, this may be paradise… heading out with all of the other crazed shoppers, trying to find that one special thing for that special someone. But if you're not into shopping, you probably want to minimize the places you have to go.

Imagine if you only gave yourself one opportunity to find that special gift—you're determined to go to only one store. Some of you would get lucky. Others might find that is it out of stock, while others find that the one store chosen never even carried that special something. So what do you do if you weren’t lucky? Since you only gave yourself one shot, you have two options—find another gift or go home with no gift.

Don’t like those options? Me either, but when it comes to digital marketing, I see salespeople and marketers do just that all the time when using ad targeting to reach their target consumer—their someone special if you will. Instead of using multiple targeting options available to them, they make the decision to hyper-target… using just one behavior, age group, or a small geographic area. Doing that is the same thing as just going into one store to find your target gift. You might get lucky and generate results, but more often hyper targeting minimizes your chances to deliver results.

Topics: Digital selling digital advertising integrated media solution understanding target audience

Finding that Ideal Prospect when Selling Digital Advertising

Selling_Digital.jpgOver the years, I've seen—and still see—a pattern with media sellers in the pursuit of prospects who welcome ideas that include digital. Selling digital as part of an integrated solution requires a certain kind of prospect that will "get" what you're talking about with respect to integrated solutions. To help navigate through your best opportunities, try these tips as you prospect and plan your approach:  

Topics: Setting Appointments Digital selling digital advertising integrated media solution

3 Tips to Use Google Analytics to Help You to Spot ROI


As digital marketing continues to grow, so does the demand for demonstrating an ROI. Marketers want to know that the dollars they are spending are making an impact on their business. They are looking for ways to use all of the available data in the digital space to help them correlate the dollars spent to tangible results. 

While there are a variety of website analytic tools that businesses can use, a good number of them are using Google Analytics. And why shouldn’t they? A free tool that can provide some great insights into how potential customers use a business website… seems like a no-brainer. 

Topics: selling digital advertising

7 Basics to Selling Digital Advertising Creative


Like most people nowadays, I spend a lot of time online. Due to my profession, a lot of that time is spent looking at the ads on the screen. I find myself analyzing and critiquing the message, the look, and the layout of the ads, without even realizing that I am doing it. I have seen some good and some bad. 

Topics: Digital selling digital advertising

The Ad Industry Has Been Giving Clients The Wrong Impression

ad-industry-wrong-impressionMy three-year-old grandson led me to a meaningful epiphany recently. We were sitting at the kitchen table playing with some Play-Doh when he watched me sink my thumb into a small ball of the clay. He pointed to my thumbprint and asked, “What’s that?”

I answered, “That’s an impression.”

Like most three-year-olds will do, he followed my answer with a question: “Why?”

“Because when I touched the Play-Doh, I left a mark on it.”

He proceeded to copycat the procedure, pressing his fingers and handprints into several lumps of clay; after each masterpiece, he would attempt to form the new word he had learned: “Look, Grandpa, I made a ‘preshun’.”

“I left a mark on it.” 

I had been to a marketing conference earlier in the week, where much of the focus was on falling CPMs, and rightfully so. Once upon a time, the cost of access to consumers was high, thanks to the relative scarcity of media. There were only one or two newspapers in most major metropolitan areas, and only a couple dozen radio and television stations (even fewer in smaller markets, of course). The law of supply and demand favored companies who distributed advertising messages, where the supply of big audiences was (comparatively) limited, and the demand was high. 

Topics: Digital selling digital advertising

Stretch Your Advertising Dollars by Including Users

tv-commercialA few nights before the Super Bowl, we were all gathered around the dinner table, discussing the upcoming “big game.” My daughter suggested that the Super Bowl should be a national holiday. I asked why and she said, “It happens every year no matter what, everyone pays attention, even if they don’t like football, because they want to see the commercials, and we watch the whole game just for the commercials. So we should get the day off of school, making it a holiday!”

Topics: Digital selling digital advertising